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Trust in news media is an important theme in today’s media landscape. Misinformation is widespread, social media plays a major role in news consumption, and the rise of AI raises new questions around transparency. The National Media Trust Monitor 2025 provides insights into how the Dutch population evaluates news media and where opportunities lie for brands such as FD and BNR.
Newcom has been researching the trust of Dutch citizens in news media since 2010. Since then, much has changed, not only in the range of available media but also in the way news is consumed. Because the fieldwork for the 2025 measurement was conducted in November, this study reflects the current state of affairs.
The average trust level among Dutch citizens in news media is 6.7. Older generations consistently score higher than younger ones, with Gen Z being the least positive group. National news brands perform significantly above the overall benchmark, scoring 7.5 on average. Social media news sources, in particular, pull down the overall trust score.
Despite the shift toward digital platforms, traditional news media clearly outperform social media sources when it comes to trust. Trust and willingness to recommend are closely linked: the higher the trust, the higher the Net Promoter Score (NPS).
Negative impact of social media and misinformation
Seven in ten Dutch citizens follow news through social media. Users who rely exclusively on social platforms or alternative sources score the lowest on trust. Nearly half of all respondents encounter fake news regularly, which further widens the gap with traditional journalism.
Two-thirds of Dutch citizens do not want articles written entirely by AI, and 74% want clear disclosure when AI has been used. This presents an opportunity for newsrooms: explain transparently how AI is used and how quality control is ensured.
The key expectations identified in the study can also be seen as a mandate for Dutch news media. News consumers value transparency about sources and a clear distinction between fact and opinion. Neutrality, as well as a reduction of sensationalism and clickbait, are also frequently mentioned.
In a time when misinformation and disinformation are increasingly common, trust in media is more important than ever.
With the rise of AI and the intensive use of social media, it remains essential for editorial teams to prioritize transparency, fact-checking, and journalistic quality. Both BNR and FD excel in doing so.
FD and BNR were included in this year’s research, and the results are exceptionally positive.
Starting with FD (Het Financieele Dagblad): this brand has been interpreting financial and economic news for over 230 years and is considered a beacon of trust within the Dutch media landscape. This is reflected clearly in the respondents’ evaluations in the National Media Trust Monitor. They highly value FD for its reliability and quality.
FD stands out in several key areas:
BNR Nieuwsradio is praised by respondents for its accessibility and expertise. Key strengths associated with BNR include:
Trust in news media varies across different segments of the Dutch population and is under pressure in some groups. At the same time, the results for FD and BNR show that quality, reliability, and clear journalistic choices are rewarded.
